Taco Bell Mobile Ordering App
Taco Bell operates more like a nimble sailing vessel than a giant cruise ship. Their employees know the brand and customers inside out and are dedicated to innovation. They needed a refreshed mobile ordering app that was easy to use and engages new customers.
Our team scaled the west coast including key individuals from the east. We began with roadmapping sessions to identity user behaviors and project goals, including seamless integration of the mobile ordering app and system. I sketched and designed numerous iterations before ultimately arriving at the app’s current visual direction today.
Crave-worthy photography and a silky user experience live at the heart of this app. Customers are quickly able to order their food remotely, pay for items on their phone, and pickup their order at a specific location. I took ownership and designed the visual experiences for the product listing pages, product description pages, cart and checkout, order tracker, and location pages.
Customers were given an easy-to-use customization feature to upgrade their order whether it be adding toppings, selecting different drink sizes, adding sides, or more.
Taco Bell wanted to seamlessly manage the interaction between the digital and physical, simplifying the mobile commerce checkout experience. I designed this checkout process, ensuring there was visual and semantic consistency.
Returning customers can save their favorite orders and receive special offers simply by creating an account.
We even hid an Easter egg. Mission to Más was created to “edu-tain” and increase brand loyalty. I designed the logo, user flow and rules, game UI and visual direction, and all the in-game elements including the taco ships and enemy ingredients.
Because Taco Bell’s mobile app and desktop site share the same Hybris E-commerce solution, our team also gave Ta.Co a refreshed look and feel. Mirroring the app, I owned and designed the visual experiences for the product listing pages, product description pages, cart and checkout, order tracker, and location pages.
